According to Quality Meat Scotland (QMS), who commissioned the research as part of a new ‘Specially Selected Pork’ campaign, 77% of Scots started the year on a diet with 60% citing weight loss as their main reason.
Perhaps unsurprisingly, other key drivers include wanting to feel healthier (53%), to look good (30%) and to be more body confident (29%).
With the help of Scotland’s national chef, Gary Maclean, the ‘Specially Selected Pork’ campaign will showcase simple yet nutritious meals made using Scottish produce, to help Scots stay on track with healthy eating plans.
Maclean said: “QMS will be showcasing the versatility of Specially Selected Pork over the coming weeks in a new campaign that highlights a range of tasty, healthy pork dishes.
“I hope this will help to inspire Scots to stick to their New Year resolutions to eat more healthily in 2019. Well done to QMS for this exciting initiative.”
QMS director of marketing and communications, Carol McLaren, added: “It’s fantastic that so many people are planning to start the new year committed to leading a healthier lifestyle.
“With help from Gary, our new campaign aims to ensure their plans don’t go awry by providing (Scots) with lots of inspiration in the kitchen.
“We’ll be focusing on Specially Selected Pork dishes in the new year as the research also shows that almost two-thirds of Scots are not aware that pork is the perfect choice for healthy eating.”
QMS said the campaign will underline that pork is low in fat, high in protein and other nutrients, and budget friendly, with recipes such as curry, souvlaki, Asian noodles and schnitzel.